'If you don’t like change, you’re going to like irrelevance even less.'

- General Eric Shinseki, Chief of Staff, U. S. Army

There are brilliant offerings in generally every segment of our business world today. How do you stand out? When products are becoming more and more similar, then the major difference between companies in the future will be their brand.

What do you promise your customers and do you deliver on those promises? What are you truly made of, what is at the heart of your company? Take a look through your brochures, business cards, or any other touch-point and decide whether this communication speaks from your company's heart.

How do you know when you should reinspire your brand?

When your core promise has changed, or the focus of your business has shifted;
When your visual identity is looking old and cumbersome and your offering is actually dynamic and modern;
When your brand strategy has changed; or
When your offering has become confusing: sub-brands misleading, too many sub-brands, positioning muddled etc.

In order to show your brand's principles, beliefs and personality correctly to your clients, the brand identity must align to all parts of the business. Although the brand identity is only the first step in reinspiring your brand, it shows an immediate reinvigoration of your company. In some cases the logo doesn't need to change at all, but rather the supporting visual identity which communicates your offering. Many times a brand simply needs an upgrade - keeping with established corporate colours or central concept but aligning the touch-points, positioning and message to your brand promise.

Case study:

For more information about the Entelect project, please click here

For additional case studies:

Edcon
Emmanuels
Mibli